PUBLISHED : Friday, 08 June, 2001, 12:00am
UPDATED : Friday, 08 June, 2001, 12:00am

Today's customers are looking for a whole range of products and services to meet their business and personal needs.

Technological changes, sales automation, deregulation and the global economy have blurred many of the product differences, while at the same time stimulating a highly competitive selling environment.

Your product on its own will no longer stimulate a sale. Your customers can buy virtually the same product at the same price elsewhere, so why should they buy from you?

Research tells us that customers appreciate a salesperson with empathy - the ability to develop a total solution as against simply presenting a product.

Customers appreciate the efficiency of new technologies but still want the human touch.

Sales is a career that demands extraordinary dedication. The reactions of prospective customers can be hostile or humiliating, and the financial rewards are variable.

A good salesperson must demonstrate responsibility in providing clients with the best product to meet the customer's needs and their budget.

A good salesperson is responsible to his industry, educating himself and using good judgment to improve the image of salespeople. He is likewise responsible to his community, giving back time, energy, and money.

The DSA programme stresses commitment to excellence. Superior performance is the minimum standard of all DSA qualifiers.

I congratulate them and wish them success in their career and in their life.

My thanks to The Hongkong and Shanghai Banking Corporation for their sponsorship, and to our panel of judges, Shirley Ma and her team.

Their hard work and commitment has made the DSA event of this year a roaring success.

I would also like to thank Sandra Lee Shuk-yee, guest of honour at the presentation ceremony, for her support.



Sales and Marketing

Executives Club